Culture and Social Class（英文）.ppt

2002/05/22,1,CultureandSocialClass,2002/05/22,2,Overview,WhatisCultureHowCultureInfluenceConsumerBehaviorSocialClassMicrocultures,2002/05/22,3,WhatisCulture?,Asetofvalues,ideas,artifacts,andothermeaningfulsymbolsthathelpindividualscommunicate,interpret,andevaluateasmembersofsociety,2002/05/22,4,CULTURE,EthnicityRaceReligionRegionalornationalidentity,Influences,ValuesNormsRitualsSymbols,Physical/Material,ArtifactsTechnologyInfrastructure,Abstract/Behavioral,2002/05/22,5,HowCultureAffectsConsumerBehavior:,Pre-purchaseandPurchaseActivitiesConsumptionandDivestmentActivities,Blackwell,Miniard,andEngel,ConsumerBehavior,NinthEdition,Copyright2001byHarcourt,Inc.Allrightsreserved.,2002/05/22,6,CultureInfluencesPre-purchaseandPurchaseActivities,CultureaffectswhatconsumersthinktheyneedandwhattheyperceiveasfrivolousCultureaffectshowandhowmuchtheysearchforinformationCultureaffectstheimportanceplacedonvariousattributesofalternativesCultureaffectsthepurchaseprocess-howconsumersbuy,whattheyexpect,andevenhowtheynegotiate,2002/05/22,7,CultureInfluencesConsumptionandDivestmentActivities,CultureaffectswhatconsumersexpectfromaproductConsumersexpectationsaboutformandfunctionareinfluencedbycultureCultureinfluenceshowconsumersdisposeofproducts-howmuchisconsumedandwhetherornotconsumersrecycleproductsorpackaging,2002/05/22,8,NationalCultureDimensions,IndividualismversuscollectivismUncertaintyavoidance:howsocietiesreacttouncertaintiesinherentinlifePowerdistance:thedegreetowhichasocietyacceptsinequalityinpoweratdifferentlevelsinorganizationsandgovernmentMasculinity-femininity,2002/05/22,9,Self-construalRoleofOthersValuesMotivationaldrivesBehavior,Collectivism,Definedbyfamily,importantothers,andfriendsSelf-definitionEmphasisonrelationshipsandconnectednessFocusonsimilarity,needtoblendinInfluencedbyneedsofcloseothers,DefinedbyinternalattributesandpersonaltraitsSelf-evaluationEmphasisonindividualityandseparatenessDifferentiation,needtobeuniqueReflectiveofpersonalpreferences,Individualism,2002/05/22,10,SocialClassMicrocultures,Socialclass:relativelypermanentandhomogeneousdivisionsinasocietyintowhichindividualsorfamiliessharingsimilarvalues,lifestyles,interests,wealth,status,education,economicpositions,andbehaviorcanbecategorizedStatusgroups:reflectcommunitysexpectationsforstyleoflifeamongeachclassaswellasthepositiveornegativesocialestimationofhonorgiventoeachclass,2002/05/22,11,WhatDeterminesSocialClass?,EconomicVariablesInteractionVariablesPoliticalVariables,PersonalPrestigeAssociationSocialization,PowerClassconsciousnessMobility,OccupationIncomeWealth,2002/05/22,12,OneViewofU.S.SocialClasses,UpperAmericansUpper-upper(0.3%)Lower-upper(1.2%)Upper-middle(12.5)MiddleAmericansMiddleclass(32%)Workingclass(38%)LowerAmericansLow,butnotlowest(9%)Lower-Lower(7%),2002/05/22,13,AViewofClassStructuresofSelectedCultures,2002/05/22,14,SocialStratificationandSocialMobility,Socialstratification:perceivedhierarchiesinwhichconsumersrateothersashigherorlowerinsocialstatusAchievedstatus:earnedbyworkorstudyAscribedstatus:acquiredstatusduetoluck(bornwealthy)Socialmobility:processofpassing